stupid name change, if you ask me.

I agree. The other name told you what it was. This, no one knows.

bad...bad idea.

Name changes with well-established businesses are a BAD idea...just ask all those people who won't shop at Macy's in Chicago anymore after they chnaged the name of the Marshall Field's department stores to Macy's. "Avelle?" What does it even mean! These stupid marketing majors with their flashy business degrees forget about common sense!

Seems like an ill-conceived business move considering they got so much publicity with the SATC film. The new name doesn't tell you what it is, the old name was quite clear, cute, and catchy. I recall being on their site last month and seeing the new name and I thought I was on a "fake" site!

Bad move! Seriously, why throw away brand recognition?

I don't love the new name. Avelle sounds like a brand of maxipads or conctraception. And like everyone else is saying, they just had huge placement in SATC — why would you throw that name recognition away?

LOL, it does, Bella! Definitely a feminine product of some sort...

There goes their stocks!!!!! I gues we will have to bail them out soon...lol

I don't hate the name, but it just sounds like any other name (more like a makeup or skincare brand). Bag Borrow or Steal was such a fun, different name...

I agree with what everyone else is saying.
I think this was bad decision making on their part.

i think that it's probably a good move for them to change the name as long as it's an easy re-direct from the original site since you know that as long as people watch the SATC movie they will always check out bagborroworsteal.com immediately after watching it.

i think that it's nice that they are trying different things to rent out but i'll have to agree that the shoe thing may be a bit challenging. i think that with how people wear shoes, and where they wear them and all that is going to make it hard to maintain. i know that i wouldn't want to wear a show that had been sweat in and walked for miles if they are supposed to be really nice jimmy choos or guccis or something.

Check out iLetYou ( http://www.iletyou.com ), a rental search engine for all products with over 100,000 different products for rent. Avelle is currently featured on iLetYou as well.

We've seen fashion rental continue to expand into new and interesting categories. Avelle's expansion into watches, apparel, and possibly shoes is further evidence of that. It's a natural extension from handbag rentals to become in a leader into several hot, unexplored fashion rental categories. Look forward to seeing what's next!

I have borrowed a couple items from BB&S in the past--a coach purse which I loved so much I subsequently purchased for myself, and a gorgeous Dior trotter romantique purse I seriously considered buying before deciding that perhaps I should pay my tuition instead--however, when I attempted to borrow the perfect Vera Wang necklace for my wedding they informed me that I would have to build up a 3 month continuous borrowing history prior to doing so (not possible since the wedding was 2 weeks away).

This fact was not advertised on the website and is clearly inconvenient for those wishing to sporadically borrow for special occasions, which financially, is the best use for this site (for the borrower of course, not BB&S).

My previous experience with BB&S was pleasant enough--quick shipping, decent customer service, nice packaging but after this experience I will not be borrowing again...a shame, since my borrowing would have only increased now that I'm done graduate school.

Oddly enough, I participated in a survey they put out to choose their new name and strongly urged them to retain the Bag, borrow or steal name (cute, effective...unique). Apparently they didn't listen to my comment!